Fashion brand
UX evaluation and revision.
Case study
Project overview
Description
The fashion brand we worked for is an Italian haute couture menswear manufacturer best known for its suits and jackets. Due to the pandemic, it closed different physical shops. This is the reason why they evaluated their website and online presence and commissioned Conflux to redesign it. Conflux took care of the research phase and the new UX design and collaborated with an external designer, designated by the brand, on the UI.
My role
Information Architecture, Wireframing, Prototyping
Tools
Sketch, Invision, Figma
Duration
9 weeks
Research
Introduction
Our team held several meetings with the fashion brand’s team to understand their needs. Through a UX expert review, our researchers identified multiple issues affecting the user experience. The main problems were related to the purchase flow: call-to-actions were not clearly visible, navigation was split across multiple menus, and texts were often unclear.
Goals
Three main goals were derived from the analysis:
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Improve navigation flows – making it easier for users to complete their purchase.
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Refine page layouts – ensuring that key information is always visible.
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Redesign the UI with accessibility in mind – creating a more inclusive and user-friendly experience.
Define
Information architecture
With all the objectives in mind, and with all the data derived from the analysis of the brand's old site, we defined the new sitemap. Click on the image for the full screen.
HI-Fidelity Wireframes
More than 40 screens were designed only for the desktop version, and the same number for the mobile interface. Along with common pages, editorial, newsletter, and email templates were also designed.
With the designs, we wanted to capture the brand’s minimal elegance. The layout uses sharp shapes, a classical serif paired with a clean sans-serif, and a tone of voice that feels sophisticated yet warm. These choices reflect the brand’s identity.
Before moving into visual design, I created high-fidelity wireframes and interactive prototypes for both mobile and desktop. This allowed stakeholders to better understand the product and provide feedback asynchronously.
The final user interface was then refined and polished by an external designer.
Conclusions
This was my first time redesigning a fashion brand’s website, and I really enjoyed the process. My main focus was on improving the user experience. While the project started as a collaboration with a colleague, for three weeks I worked independently. During that time, I led meetings with the brand’s team, gathered feedback, and created new screens and prototypes on my own. It was both challenging and rewarding.
The shop is now live and in use, which is exciting to see. Knowing that people interact with something I’ve designed is a great feeling. Looking ahead, I’d love to analyze how users engage with the site to refine the design further and keep learning from the process.
Thank you for reading this case study ✨